Gov. Cuomo announced what he called a “reinvention” of the iconic logo today as part of a $5 million tourism advertising campaign.

Under the plan, New Yorkers and visitors are asked to replace the heart in the logo — where it’s been since the mid-1970s — with a sketch of their favorite New York activity at either of two on-line addresses.

Cuomo noted the “I Love NY” logo hasn’t been used in TV ads in more than three years.

“This campaign reinvents one of our state’s great assets – the ‘I Love NY’ icon – which is known the world over as one of the most successful advertising symbols ever,” he said. “This campaign brings that icon to life in order to highlight all of the things people love about New York.”

The state hired BBDO Advertising to develop a $2.5 million summer tourism advertising campaign. Two commercials with a variety of sketches are being marketed within New York and in neighboring states, Toronto and Montreal to target driving vacationers over seven weeks.

The ads are slated to appear on the Today and Good Morning America TV shows, in city cabs, and on the Travel Channel and Food Network – where Cuomo’s girlfriend, Sandra Lee, stars in the “Semi-Homemade Cooking” show.

“Tourism is big business for the state of New York,” Cuomo said.

His office says tourists spent $53.8 billion in New York last year, generating $6.9 billion in state and local taxes.

“Other states have been more aggressive in attracting tourism than New York,” Cuomo said. “We were the best and we were the first, but somewhere along the way we lost that.”